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Where To Next? ✽ How to identify a disconnect between lead generation and your client‟s online business process. ✽ What metrics and tools should you implement and focus on? ✽ Who is their buyer? “For the love of the niche” ✽ The whole ecyosystem; identifing roadblocks ✽ Lets translate metrics into online actions ✽ Creating appeal around your client‟s distinctive competence ✽ Determining the „Sweet-Spot” between building awareness, generating content and leads. ✽ Enabling instead of Disabling people; channeling your “Inner Human” ✽ Strategy with Action Items and Solutions in mindBolo AZ 2011 @ElizabethHannanDoe | Author: John Page 5 of 18

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Identify The Disconnect✽ How to identify a disconnect between lead generation and your client‟s online business process.> You cannot plan for a successful campaign or sustainable growth unless you fully understand the client‟s niche and where the potential buyer comes from.Bolo AZ 2011 @ElizabethHannanDoe9. Oktober 2011 | Author: John Page 6 of 18

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Where to look?✽ Be the digital adventurer and analysist that you are!✽ In addition, ask the client for last years sales numbers. ✽ Where did those buyers come from? ✽ Request SEO analytics for past year, observe what keywords drove traffic to their site. ✽ Talk to their customer service reps; they are on the frontline for feedback mechanisms ✽ How many sales directly came from social media sites? ✽ Track links from everything! ✽ Use your discovered “keywords” for social media campaigns. ✽ What content is the business producing and posting regulary? Youtube metrics? Newsletter? ✽ Use your “mediums” Are they Digital publishing? Itunes? Etc.Want to upsell? Look for patterns in traffic and metrics that support your services!Bolo AZ 2011 @ElizabethHannanDoe9. Oktober 2011 | Author: John Page 7 of 18

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Use “Search better”✽ We all default to our favorite search engine, but really is that information valuable?✽ Try researching (your clients and their competitors) on Delicious or Stumble Upon instead. ✽ Google “serves us” search results that an algorithm decides is a common solution as well as profitable to Google at the same time. ✽ Delicious shows us search results other “Humans” have deemed as worthy and notable.✽ Which information is worthy to add to your strategy as an actionable item?Bolo AZ 2011 @ElizabethHannanDoe9. Oktober 2011 | Author: John Page 8 of 18

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For the love of the niche! ✽ You cannot plan for a successful campaign or sustainable growth unless you fully understand the client‟s niche and where the potential buyer comes from. ✽ Who is their buyer? What compels them to buy? ✽ Look at the whole process; the whole ecyosystem; identifing roadblocks in their process.Bolo AZ 2011 @ElizabethHannanDoe9. Oktober 2011 | Author: JohnBolo Conference 2011 Page 11 of 18

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Niche is “technically’ not enough✽ Distinctive Competence Definition ✽ What unique thing is it that we do really well? What quality or attribute sets us aside from our competitors?”✽ Buyer Persona Definition ✽ Buyer Personas are representative of buyers in action and engaged in the buying process✽ Determining the „Sweet-Spot” between building awarenesss, fresh content and generating leads. ✽ “Sweet-Spot” is the point in which your output of content, community curation and online engagment generates a steady increase in leads, data capture, awareness and sales over a predeternined set period of time.Bolo AZ 2011 @ElizabethHannanDoe9. Oktober 2011 | Author: John Bolo Page 12 of 18

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Interaction ✽ When planning out a content strategy or web design or a year long campaign keep in mind you are communicating with “humans”. ✽ Automation is great up to a point, but after that point it suc*s to be the potential consumer you are now technically spaming. ✽ Enable (not disable) others to be your brand ambassadors. ✽ Think of an Affiliate Marketing program and a healthy does of Blogger Outreach as an solutions upgrade.Bolo AZ 2011 @ElizabethHannanDoe9. Oktober 2011 | Author: JohnBolo Conference 2011 Page 14 of 18